I came across this article posted in Search Engine Land where it discussed about the useless benefit of focusing on rankings and ranking reports. See the article below: http://searchengineland.com/the-fal...all&utm_source=socialflow&utm_medium=facebook It is somehow related to the article written by Jill Whalen of High Rankings that tackled about the poor measure effect of rankings. See article below: http://searchengineland.com/5-reasons-why-rankings-are-a-poor-measure-of-success-13258 The article of Jill was written in 2008. It is 5 years before the article above appeared. And they are still related to each other (I assume that Kristie Colby and Jill Whalen don't know each other). That means, their experiments have came down to one conclusion. Being said that, it gave me an impression that we are so blinded that we keep chasing for "ranks" where in the real picture, it is only a small piece of what SEO really is. I must admit, I feel really sad when I see my clients go down in rankings. But I realized that SEO is not ranking a website alone. It's a long term process where you bring sales and conversions to your clients (I still might be wrong here). But in my opinion, ranking is not bad. It's actually a good bonus pay for those who play fair in the game. But for those who crave for ranking only, it will be a life-sucking abyss if you fail to rank your website.